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Automattic Strikes Advertising Deal with Federated Media

Update: Summit photos Added

Automattic Inc., the company which runs the massively popular blogging platform WordPress officially joined forces with the online media and marketing outfit Federated Media Publishing on Wednesday, both companies confirmed.

According to the companies, the agreement has been reached upon in order to put up a collaborative effort to sell advertisements to near about 25 million websites all across the Web.

Denna Brown, the chief executive officer of Federated Media, and his counterpart from Automattic Inc. Toni Schineider announced the plan at the ongoing Web 2.0 Summit hosted in San Francisco. John Battelle, who happens to be the founder and chairman of Federated Media, as well as a principal organizer of the Web 2.0 event, introduced Brown to the attendees at the event. The event has been co-sponsored by Federated Media.

After the news of the two companies teaming up surfaced, Battelle gave his view on the same by saying, "I've been working on this for seven years," according to a San Francisco Journal report.

Federated Media had acquired Lijit Networks Inc., a similar company based in Boulder earlier in this year as a part of their expansion plan.